Sure email, websites and social media provide low-cost ways to reach prospects and customers. But with all the technology out there, many small businesses often overlook the business letter as a marketing tool.
What a shame because it’s a great way to capture new business. Think about it. Today we all operate on email and text overload – but when was the last time you heard someone complain about getting too many letters? With less competition, your message may actually get through!
So if you are looking for a new way to market your business, give letters a try.
7 Ways To Make Your Business Letters Pay Off
- Write like you speak – this is a key. Keep the letter conversational in tone and avoid business jargon.
- Be emotional. Make sure your letter hits on the pain, worry or other emotional needs of YOUR target. Be specific; don’t soften it up or be too cute.
- Provide concrete solutions to their emotional needs. How are you going to be able to help them? Remember benefits, not features!
- Make it personal. Mail merge programs make it easy to create a personal letter. Avoid generics like business owner, homeowner, or resident.
- Create credibility by referencing neighbors, colleagues or similar businesses you’ve helped. People respond when they believe you know and understand them.
- Create a reason to act or take away the risk. Include an offer or even a guarantee to compel them to act. Include the action you want them to take or what follow-up action you will initiate. Don’t leave it to chance or assume they will know.
- Use sub-headlines. If the letter is longer, use sub-headlines to break it up. This can be very effective for those who scan before they read. Make your sub-heads stand out.
If you market to other businesses and want your letter opened, try this. Instead of using labels, hand-write the envelope or use a handwriting font. Use blue, not black ink. It gives the letter a personal feel that gets through the gatekeeper or other staff.
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